What Is a Press Release?
A press release seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service, or product.
Elements of a Press Release
- Headline—Keep it short and sweet
- Subhead—Optional
- Dateline—Date and location
- Lead sentence—What's the news? Tell me the whole story in one sentence.
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Inverted pyramid—The most important stuff goes on top.
- Who
- What
- Where
- When
- How
- Quote—Adds interest, introduces a key player.
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Boilerplate—The standard information that's included in every release. For example:
The New Jersey Agricultural Experiment Station is the primary unit at Rutgers responsible for carrying out the university's land-grant mission and functions. It is mandated by the state to pursue research and outreach that generate and deliver practical science-based solutions for the viability, health and sustainability of industries and communities related to agriculture, the environment, natural resources, food, and human and community development. It is the home of Rutgers Cooperative Extension. - Close—Usually a centered ### lets journalists know that this is the end of the release.
- Contact information—This could also be in the letterhead, but make sure this is correct, comprehensive, and specific.
Tips
- Use AP style
- Keep it to one or two pages
- Make sure it's newsworthy
- Have a co-worker read it before you send it (copyedit!)
Distributing Your Press Release
- Call local newspapers and regional magazines. Ask for the name and contact information of the reporter to whom you should send releases. Find out what deadlines are and the preferred method of dissemination (fax, email, snail mail).
- Cultivate a good working relationship with your contacts.
- You might want to follow up with a reporter after an article is published to let him or her know that it was a good article or that you got some great feedback as a result of the article.
- Target your list. If you're holding an event that has specific appeal (e.g., only to the food industry or only to horse owners), keep that in mind when putting your distribution list together.
- Make sure your distribution list is up to date. You don't want a release to be dropped because it went to the wrong fax number.
- Keep an Excel spreadsheet and keep track of important information (e.g., who received the release and when, if the story resulted in an article, if the story resulted in greater public interest).
- Prepare to send your releases out early in the day so that you beat deadlines.
- Be prepared to answer follow-up questions or have a contact ready who can.
- Keep in mind that there are other types of releases beyond the press release that might fulfill your needs. For example, a media alert or advisory lets members of the media know that an event is coming up that they might want to attend; this could be a press conference or photo opportunity. A source advisory lets members of the media know that you have experts who are available as sources. For example, you might provide contact information for personal finance experts during an economic crisis.
- Common types of media contacts: local, regional, and national newspapers; niche or industry outlets; and radio stations, local network news, websites.
- If your news has wide appeal, don't forget to forward your release to the Office of Public Outreach and Communication! We can post releases to the Newsroom, the SEBS and NJAES websites, and share with Rutgers Media Relations.